• Android users in the East region (where humidity is typically low in
Q1) with medium to high humidity conditions (50-74 percent) also
registered high mobile engagement -- 410 percent higher than the
category average

“Entertainment as a genre lends itself to the dynamic capabilities of
the mobile medium, and when you couple that with compelling creative and
real-time data models that predictively identify and target the right
audience, you see amazing engagement rates whether we’re talking CTR or
beyond the click,” said Anthony Iacovone, CEO and Co-Founder of
AdTheorent. “We’re excited about the mobile advertising insights for the
Entertainment category that we gleaned this quarter and are pleased to
share with marketers to continue propelling mobile advertising as an
industry, but even more importantly, to continue delivering return on
investment that exceeds expectations.”

African American females ages 19-24 performed the strongest for the
Entertainment category, delivering a 168 percent higher engagement
rate than the category average

Android users with a high purchase index history across airline travel
(in the 95-100th percentile) engaged at a rate that was 123 percent
higher than iOS device users

Users of Society (Dating, Lifestyle, and Marriage) content engaged
with Entertainment campaigns at a rate 275 percent higher than the
category average — Entertainment and Games content verticals performed
second and third best

38-year-old males on iOS smartphone devices in the New York area were
extremely high converters, with engagement 318 percent higher than the
category average

About the Data

AdTheorent’s technology platform analyzed nearly 100 million
Entertainment campaign impressions across its mobile ad network during
the period of January 1, 2014 and March 31, 2014. The data set was
pulled from ad campaigns of 12 of the largest Entertainment and Tune-In
brands in the US. To view a summary infographic of AdTheorent’s
findings, please visit: http://www.adtheorent.com/research/q1-mobile-ad-performance-report-entertainment

About AdTheorent®

AdTheorent is the world's first predictive mobile ad network, powered by
a next-generation technology platform built to address the specific
needs of the mobile advertising ecosystem. AdTheorent’s mobile
advertising platform was built from the ground up to combine advanced,
predictive, data technology that incorporates RTB and a proprietary
real-time learning machine (“RTLM”) to achieve dramatic improvements in
mobile advertising performance with the benefits of first generation
mobile ad networks – premium mobile sites, brand safety, execution, and
managed services. AdTheorent’s platform uniquely combines every major
category of data about mobile consumers into precise and accurate
adaptive models that identify the best ad impressions for improved
conversion and awareness, and places bids in real-time within brand
advertisers’ pricing parameters. The result to brands and marketers is
higher conversion rates at a significantly lower cost -- The Intelligent
Impression®. For more information, visit: www.adtheorent.com.